[cmo think&action][bai thi vong 1][phoenix]

8/11/2019 [Cmo Think&Action][Bai Thi Vong 1][Phoenix]

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P hoenixNGUYEN THI PHUONG ANH NGUYEN HOANG LAN

ROUND 1

WHAT IS BRAND ACTIVATION?


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Advertising is about communicating promises.Activation delivers on those promises.


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Brand ActivationThe core marketing process through which we

bring a brand to life through a variety of

brand experiences to:

Change the

wayconsumers

see our

brand

Influence

their

purchase

behavior

Change the

way

consumers

behave

Brand Activation?


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Brand Activation Platform/Idea?

Brand Activation PlatformAphysical or emotional space in consumers lives that

enables the brand to interact in a distinct and

meaningful way.

Brand Activation IdeaA creative theme derived from the Activation Platform

that can work across different channels to achieve the

brand's marketing and communication objectives.


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Sequence of Activation?

INVITATION EXPERIENCE AMPLIFICATION

Maximizing

awareness ofthe Brand

Experience

among the

RIGHT

consumers

Reflecting

the essenceof the

brand and

delivering

against

objectives

Driving the

experienceto achieve

impact and

reach a

much bigger

audience


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Example

CloseUp - Walk of Love


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Brand Activation Platform

Love & Festival

Brand Activation IdeaWalk of Love

Message

Let Love guide your ways


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Phase 1 INVITATION

OBJECTIVERemind audience of CloseUps

former activities for

Valentines Day

MESSAGERemind audience of previous

Valentines Days when

CloseUp was a companion of

young people

KEY HOOKBefore event:

LCD displays TVC of CloseUp and the Walk of Love Event

in Valentine trailer Booth decoration

In event:

On-ground: Love Station Activation


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CloseUp reminded audience of the brands former activities for Valentines Day.

Before event


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Love Stations were beautifully decorated to attract couples to take photos with them.

In event


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Phase 2 EXPERIENCE

OBJECTIVEIntroduce the program and

encourage audience to

participate

MESSAGEValentine 2014



PGs welcome all target audience with romantic love

songs in booths

Couples record their love stories using an application

In event:

Interactive activities with guests

Music performance by young popular singers with love

stories


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Before event

Introduction clip of Hari Won and

Tien Dat, a famous singer-couple, to

encourage audience record their own

clips.


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CloseUp music show attracted more than 10,000 audience.

In event


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In event


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Phase 3 AMPLIFICATION

OBJECTIVEReach more audience through

media and public relations

MESSAGEValentine 2014



Couples videos are uploaded on Facebook for voting to

win love slabs in the Walk of Love.

In event:

Bring love slabs to the Walk of Love in Phu My Hung

Town


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Couples uploaded their love stories on Facebook to win votes.

Before event


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In event

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